WPP acquires Goat, an influencer marketing agency with more than 150 staffers across “remote working hubs” in the UK, US and Singapore.

As part of GroupM, WPP’s media investment division, Goat will merge with the division’s influencer marketing solution, INCA, to create a unit with more than 300 employees in over 30 markets around the world. Operating under the Goat name, the combined entity will be part of GroupM Nexus.

Goat, which was founded in 2015 by Arron Shepherd, Nick Cooke and Harry Hugo, provides clients with data-led, end-to-end influencer marketing campaigns.

It has worked with brands including Dell, Beiersdorf, Meta, Tesco and Uber, and has tracked the performance of over 50,000 influencer channels and over 250,000 pieces of content.

“The addition of Goat to GroupM as part of GroupM Nexus gives us the ability to deliver accountable, cross-channel, and data-driven influencer solutions for clients anywhere in the world,” said GroupM global CEO Christian Juhl. “Combined with the exceptional talent at INCA, we expect Goat to play a critical role in helping us define the next era of media at GroupM.”